How to Write a Marketing Plan


Marketing plan? Anyone will tell you that you just need to have it! However, very few of them will be able to tell you exactly what should include a marketing plan. Creating a marketing plan for a small business should take not a few hours – ideally, you will spend at least a few days to study and review of existing versions. Depending on the size of the market and the uniqueness of the product line, this process may take even a few weeks. This article will help you in developing a marketing plan.


Brief resume


A good resume of marketing plan – this is the paradox on paper: it’s the last part you have to write, but you must reflect it first in the final report. The resume should be short – it takes a few sentences that summarize the contents of the entire plan. Working on the resume, imagine that you will have a few minutes to present it. When you’re done, read it out loud. If you need more than 10 seconds to read the text – perhaps you need to simplify it even more.




This section should contain a brief description of the product and / or product lines that your company offers. Make a list and description of goals you have set for each product and product line (sales figures, strategic and corporate objectives, etc.). Keep the number and complexity of your goals to a maximum of three for a product or product line, and remember that they should be concise, measurable, and moderately easy to reach.


Analysis of the situation


This section provides a brief description of your company’s customer base and the market in general. It is necessary to divide it into six sections:


1. Analysis of the company:


– Long-term and short-term goals of the company


– Direction of the company (should match the mission and vision of your company)


– Analysis of company culture (you – growing business shark or slow growing company
away from the thick of events?)


– The strengths of your company


– Weaknesses of the company


– Estimated market share of your company


2. Analysis of consumers:


– The expected volume of the customer base (ie, how many people could potentially buy your product “Any.” – Is not the answer)


– Key demographics of your customer base (age, social status, gender)


– Driving forces (what the quality of your products and services represent real value for your customers and are responsible for the purchase?)


3. Competitor Analysis:


– Position in the market (your competitors are focused on all the selected market or they work only on its certain segments? They are large or small?)


– Strengths


– Weak sides


– Market share


4. Partners


– (individuals and companies whose participation is necessary to ensure that you continue to carry out their activities)


– The subsidiaries, joint ventures, distributors, suppliers, etc.


5. Climate (PEST-analysis):


– Political and legal environment (which specific regulations or laws control your activities?)

– The economic environment

– The social and cultural environment

– Technological environment (which advanced technologies are an integral part of the production? Will there be any updates?)




Strengths – the strengths of your company (in which your company takes the championship thanks to its unique structure and / or employees of the team?)


Weaknesses – weaknesses of your company (in which your company is lagging behind because of its unique structure and / or employees of the team?)


Opportunities – external opportunities your company (what conditions you can easily use to improve their work?)


Threats – external threats to your company (that can potentially ruin your business if you’re not careful?)


Marketing Plan


Read the second part